| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS271084 |
| Semester |
Frühjahrssemester 2027 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Di, 09.02.2027, 09:15 - 17:00 Uhr, 3.A05
Di, 09.02.2027, 15:15 - 17:00 Uhr, 3.B01
Di, 09.02.2027, 15:15 - 17:00 Uhr, 3.B06
Di, 09.02.2027, 15:15 - 17:00 Uhr, 4.B56
Di, 09.02.2027, 15:15 - 17:00 Uhr, 3.B05
Mi, 10.02.2027, 13:15 - 15:00 Uhr, 3.B05
Mi, 10.02.2027, 13:15 - 15:00 Uhr, 4.B56
Mi, 10.02.2027, 09:15 - 17:00 Uhr, 3.A05
Mi, 10.02.2027, 13:15 - 15:00 Uhr, 3.B06
Mi, 10.02.2027, 13:15 - 15:00 Uhr, 3.B01
Do, 11.02.2027, 13:15 - 15:00 Uhr, 3.B05
Do, 11.02.2027, 13:15 - 15:00 Uhr, 3.B01
Do, 11.02.2027, 13:15 - 15:00 Uhr, 3.B06
Do, 11.02.2027, 09:15 - 17:00 Uhr, 3.A05
Do, 11.02.2027, 13:15 - 15:00 Uhr, 4.B56
Fr, 12.02.2027, 12:15 - 15:00 Uhr, 3.A05 |
| Umfang |
Blockveranstaltung |
| Turnus |
Block course |
| Inhalt |
This course provides an introduction to brand management. The goal of course is to enable students to appreciate the strategic importance of brands and brand equity for firm performance, and to gain knowledge about ways to build brand equity. After an introduction to the strategic importance of brands, and their definition, we will cover the importance of customer-based brand equity as a source for brand value, brand resonance, and the design and implementation of brand marketing programs. We will also discuss ways to measure the success of a firm’s brand management efforts and investments, and cover dynamic aspects of brand management over time, including brand extensions. Besides classical lectures, the course will also feature a small number of case studies to illustrate the practical implications and relevance of the conceptual frameworks and theories from the lectures. |
| Lernziele |
Topic specific knowledge and skills:
Students will have gained substantial knowledge about the strategic importance of brands,
and be able to take four management decisions connected to strategic brand management:
1. Developing a brand strategy
2. Designing and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity
Transferable skills and learning outcomes:
1. You are able to apply the concepts from class to real-world case studies.
2. You are able to clearly articulate your recommended solution to a case problem, and to
argue for its appropriateness.
3. You are able to critically evaluate the practical relevance of conceptual frameworks and
theories.
4. You have gained additional team-work experience, and practiced your presentation skills (as they relate to clarity and structure of presentations, as well as time management). |
| Voraussetzungen |
BA students from 5th semester, MA students |
| Sprache |
Englisch |
| Begrenzung |
Max. 40 participants
Minimum number of participants: 4 |
| Anmeldung |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 2 – 8 February 2027. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: to follow |
| Leistungsnachweis |
***IMPORTANT*** To receive course credit and earn academic credits, registration via the Uni Portal from 2 February (starting at 9:00 a.m.) – 8 February 2027 is MANDATORY.
Late registrations and withdrawals will not be accepted. Once the registration period has ended, participation in the course is MANDATORY. If the course is not completed without a valid reason and without proper withdrawal (including supporting documentation; see the Exam Guidelines), the course will be considered failed (grade 1). |
| Abschlussform / Credits |
In-class participation (30%), group presentation (70%) / 4.5 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Anzahl Anmeldungen |
0 von maximal 40 |
| Literatur |
Mandatory literature:
Keller and Swaminathan (2019). Strategic Brand Management, 5th Edition. Pearson.
A small set of case studies; a Harvard course package will be announced towards the start of term.
|